Forced Registration - To Tease or Not To Tease?

For the past 6 months I've been testing forced registration versus unforced registration, and for our website the results were very conclusive. However, that doesn't mean that there isn't more testing to be done. This is the Internet afterall, where everything and anything can and be tracked, tested, and optimized.

The way we structured our initial test is that we compared the 3 months of April, May, and June 2009 where we ran unforced registration, to the 3 months of July, August, and September 2009 where we ran forced registration. The results were surprisingly conclusive; when we switched to forced registration, we saw a 231% increase in leads! Disclosure: this test was done when we launched a redesigned website (LEC 4) at the same time that we made the switch.

Now you might be happy to settle for a 231% increase in leads, but I say not so fast. I want to know if there is still room for improvement. There are many more things that I want to know whether they will further improve our performance:

• Does changing the registration form text matter?
• What about using a different registration form design?
• Or how about teasing people by letting them view a couple listing detail pages before forcing registration. What's the optimum number?

The answers will be forthcoming as part of the great forced registration debate.

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